BC: By: Kirstin Hehnke
FC: Advertising Project March 31st, 2010
1: There are six types of advertising including institutional, pioneering, direct and indirect competitive, comparative, and reminder. This scrapbook is to showcase a couple examples of each type.
3: Type of Advertising: Institutional Target Market: People that care about the environment, all age groups Objectives: Inform customers that Coca-Cola is also taking part in "going green" and working to save the planet.
5: Type of Advertising: Institutional Target Market: Stay-at-home moms, grandmothers, chefs. (people that are known to cook) Objectives: To show customers how to check for aged spices. (Customers are cared for)
7: Type of Advertising: Pioneering Target Market: Any age group, especially parents Objectives: To inform consumers that milk is healthy.
9: Type of Advertising: Pioneering Target Market: Any age group, especially families Objectives: Beef is healthy.
11: Type of Advertising: Direct Competitive Target Market: Families with young children (I believe this is a musical DVD set for kids.) Objectives: Appear to be cheaper when purchased with the 3 easy payments of $24.99 vs the single payment of $79.95. A person would save a total of $4.98 if they do the 3 easy payments.
12: "This is the $247 package. You get everything listed below for $247 OR you can buy it with 3 easy payments of $82.33 being billed separated by 31 days!"
13: Type of Advertising: Direct Comparative Target Market: Young and middle-aged adults that like to be in shape. Objectives: Appear to be cheaper so that more customers will buy it, even though it is virtually the same price. (3 payments of $82.33 is $246.99 and the package price is $247.)
15: Type of Advertising: Indirect Competitive Target Market: People that drink soda on a regular basis. Objectives: To show consumers that by drinking soda all the time, they are really just "pouring on the pounds" and that drinking water , seltzer, or low-fat milk instead would be a wise decision.
17: Type of Advertising: Indirect Competitive Target Market: Women that want to save money and get a dependable vehicle, but also still be "in style." Objectives: Show women that they can still purchase a cheap, dependable vehicle and be "in style."
19: Type of Advertising: Comparative Target Market: Any age group looking to purchase a computer, mainly younger age groups (such as college students). Objectives: Show consumers why they should purchase a Macintosh over a PC. (Nearly everyone can recognize the men to the left as the men from the Mac vs PC commercials.)
20: The smaller billboard is for Audi and reads "Your move BMW." The larger billboard is for BMW and reads "Checkmate."
21: Type of Advertising; Comparative Target Market: Businessmen looking to purchase a slightly more expensive vehicle. Older couples with no children. Objectives: To show consumers which vehicle is the "bigger and better" choice between the Audi and the BMW.
23: Type of Advertising: Reminder Target Market: Any age group, mainly families with young children or people with pets. Objectives: To remind consumers that Brawny is still around and they have even created a new, softer, thicker paper towel. Brawny is still strong enough to do its job.
25: Type of Advertising: Reminder Target Market: Families with young children Objectives: To remind consumers that Ariel laundry detergent is still there and is still doing its job of keeping clothes gentle and soft.